Motivation Research: Definition and Techniques

 

what is motivation in research

Motivational research is a type of marketing research that attempts to explain why consumers behave as they do. Motivational research seeks to discover and comprehend what consumers do not fully understand about themselves. Implicitly, motivational research assumes the existence of underlying or unconscious motives that influence consumer behavior. Jul 19,  · Research Proposal on Motivation Help. Writing a motivation essay example or research proposal on motivation is quite often an assigned task among college and university students. Of course, writing can be interesting and exciting, but if the submission deadlines are near, the situation changes. Motivation Research can help in measuring changes in attitudes, thus advertising research. 4. Knowledge and measurement of attitudes provides us with an imaginative market segmentation tool and also enables estimating market potential of each additional segment.


Research Proposal on Motivation


The difficulties involved in discovering directly the precise motivating factors that shape buying behaviour led some marketing psychologists to devise oblique techniques for exposing hidden motives.

For many years before World War II, researchers in the fields of psychology, psychiatry, sociology and social- anthropology had been conducting research into the behaviour of consumers, what is motivation in research, particularly probing of sub-conscious mind. Put in other words, consumer ability to buy is not that important; what is more important are what is motivation in research behind such buying. In course of time, motivation research became integrated with traditional marketing research and influenced and expanded the inventory of marketing research and research techniques.

It reached its high peak of popularity in the latter half of s and early s. Motivation research is a form of consumer research which has gained ground over the recent years. Motivation Research is the currently popular term used to describe the application of psychiatric and psychological techniques to obtain a better understanding of why people respond as they do to products, ads and various other marketing situations. It is an attempt to discover and explain why the consumer behaviour differs; why he or she behaves in a particular way?

What appeals and sales programmes will best influence his or her decision to act or buy or not to act or not to buy? In suppression, the consumer remains aware of his motives but does not care to admit their existence to others for the fear of ridicule, punishment or being ostracized.

Information about the motivating factor remains in the conscious mind, however, what is motivation in research. As a branch of marketing research, it aims to discover the real reasons for their purchasing preferences via sample questionnaires, interviews and the like. The theme of above definitions is that motivation research is to discover underlying motives, desires, instincts and emotions which provoke human behaviour and, in market research, true reasons why people buy or do not buy certain goods as distinct from the reasons they express or even imagine they act upon.

Today, the most challenging task of marketing research is to predict how people will react and why they react in a particular way in a given situation. Can be answered with ease and confidence. Say, what is motivation in research, how the consumers receive the new product, package advertising message and the like where surveys cross tabulations and analysis can help to find the answers.

By merely asking consumers why they like or dislike a product or an advertisement or a package, one cannot get satisfactory answers. The answers differ widely and are misleading very often. These answers are misleading not because people are dishonest, but merely because they do not know really why? Wrong or unbelievable answers are given because of two possible reasons:.

Conventional research does not answer this but motivation research does. It is the psycho-analysis that helps in overcoming the inability or the reluctance of people to tell why they like or dislike a product or a service.

This is known as penetrating below the surface to reach sub-consciousness. The relations between a consumer and a product are partly conscious and partly sub- conscious. Precisely, motivation research is the art of finding out why? Without asking why? Observe him at parties what is motivation in research get-togethers and you will find that he is after a woman attractively clothed with gleaning make-up appealing to his hidden motives.

Thus, motivation research is something that goes beneath the line. Thus, what is motivation in research, it is an attempt to market below the line. The techniques used in motivation research are of two types namely, what is motivation in research, Projective Techniques and Depth Interviews. These projective techniques what is motivation in research the test conducted to establish the personalities of the respondents and their reactions to product media advertisement package product design and the like.

These tests are derived from clinical psychology and work on the postulation that if an individual is placed in an ambiguous situation, he is guided by his own perceptions to describe the situation. They often provide, an insight into the motives that lie below the level of consciousness and when the respondent is likely to rationalize his motives consciously or unconsciously; his responses tend to reflect his own attitudes and beliefs by indirection and discretion; they are his own perceptions and interpretations to the situation to which he is exposed.

Under this test, the respondent is presented with a picture or series of pictures of a scene or scenes involving people and objects associated with goods or services in questions. These are unstructured, what is motivation in research, doubtful in action and very often neutral giving no expression or motions. The respondent is to study the picture or the pictures and construct a story. His narrations or readings are interpreted by a skilled analyst. Thus, the picture may be of a young man scribbling on a piece of a paper.

Here, the respondent is to read as to whether the person in picture is writing. If so what? For whom? And why? And so on. Sentence completion tests are designed to discover emotional responses of the respondent. It is the easiest, most useful and reliable test to get the correct information in an indirect manner. The what is motivation in research is asked to complete the sentence given. I do not like red, brown and black colours because……………………. In case of men, these questions may be.

The way the questions are asked, do not reflect right or wrong answers. However, the emotional values and tensions are reflected in the answers so given. Word association test is similar to that of sentence completion test. The only difference is that instead of an incomplete sentence, a list of words ranging from twenty-five to seventy-five is given.

This is the oldest and the simplest kind of test. The respondent is to match the word. That is, the word suggested by the researcher is what is motivation in research be associated by the respondent by the most fitting word he thinks.

This is widely used to measure the effect of the brand names and advertising messages. Here, it is not possible to give all the seventy-five words, what is motivation in research. On illustrative basis, let us have fifteen words:. On the basis what is motivation in research such answers, it is possible to determine a scale of preference, what is motivation in research. This is another very appealing and easy to administer test.

Paired picture test means that the respondent is given a pair of pictures almost identical in all respects except in one. For instance, the researcher may be interested in knowing the reaction of respondents to a new brand of refrigerator. The pair of pictures may show a woman opening refrigerator which is moderately priced with a usual brand; another picture of the same woman opening the refrigerator door of another brand.

Looking to these two pictures, the respondent is to give his own feelings or reactions. Though the same pair is shown to so many respondents, the reactions differ from person to person. Instead of using the usual figures, cartoons may be introduced. The analyst gets here the inner feelings of an individual for this analysis purpose. The format of this test is that the respondent is given a photograph of a third person—may be a friend, a colleague, a neighbour, a star, a player, a professional and the like The point involved is that the researcher is interested in knowing what what is motivation in research third person thinks of an issue as heard through the respondent.

This amply clears the fact how the test revealed the naked truth. In addition to these tests of usual type, the researchers do use other qualitative techniques such as role-playing, psycho-drama, graphology and the like. Criteria for Selecting Outside Agency. Forecasting Techniques for Market Research.

 

Motivation research

 

what is motivation in research

 

Motivation for Research Study. What makes people to undertake research? This is a question of fundamental importance. The possible motives for doing research may be either one or more of the following: Desire to get a research degree along with its consequential benefits;. Motivation research is a form of consumer research which has gained ground over the recent years. Motivation Research is the currently popular term used to describe the application of psychiatric and psychological techniques to obtain a better understanding of why people respond as they do to products, ads and various other marketing situations. Motivation is the reason for people's actions, willingness and goals. Motivation is derived from the word motive which is defined as a need that requires satisfaction. These needs could be wants or desires that are acquired through influence of culture, society, lifestyle, etc. or generally innate.